It is also notable that an England international would take prominence for one of the great global German brands at a tournament in Germany. The young star of the Germany team, Jamal Musiala, 21, of Bayern Munich, is a Nike endorsee. As is Kylian Mbappe, the other Euros star with the biggest commercial brand.
Erling Haaland, who also has a lucrative Nike endorsement, did not qualify with Norway. Adidas will also have a major campaign around the Copa America next month in the United States, featuring its greatest endorsee, Lionel Messi.
Hey Jude is a popular tune when it comes to football fans – although mostly adapted to reference their own clubs or players. Released first as a single by The Beatles in 1968, and written by Paul McCartney and John Lennon, its licensing value is substantial.
Bellingham was a key figure in Adidas’ campaign for the previous World Cup finals in 2022, featuring prominently in a commercial that included Messi, Karim Benzema, Serge Gnabry and the British music star Stormzy. Bellingham also has an endorsement deal with the energy drink Lucozade, owned by the Japanese beverage giant Suntory.
Adidas declined to comment on the details of the Bellingham commercial. An Adidas spokesperson said: “Over the coming weeks Adidas will be supporting its sponsored players and teams. Our campaign starts on June 1 at the Uefa Champions League final before we head into Uefa Euro 2024. It’s a great summer of sport ahead and a chance for Adidas to support all athletes with our message ‘You Got This’.”